Concerning that complex whole which creates cultural acceptance for an organisation including knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society to contribute values through the creation of effective relationships

Tuesday, September 19, 2006

Die Marketing Die! Die! Die!

Ideas about achieving brand strength, that elusive alchemy of awareness and trust, have changed in the past decade. "It's no longer, What can we blast out there about ourselves?" says Michelle Roehm, associate professor of marketing at Wake Forest University. "Brand theory now asks, How can we connect with the community in a really meaningful way?"

Perhaps no name on the list has attempted a deeper conversation with its customers than Dove. Its reliable but stodgy brand hit an emotional nerve-and pay dirt-with the "Campaign for real beauty," launched in September 2004.